At a conference titled 'Consumer Protection in the Age of AI' held at the National University of Public Service in Budapest, Csaba Balázs Rigó, president of the Hungarian Competition Authority (GVH), addressed various competition law and consumer protection concerns related to the application of artificial intelligence (AI).

Rigó emphasized that the impact of AI on competitiveness is significant, as it can enhance efficiency and serve as a breakthrough for medium-developed countries. However, he also warned of potential risks, including increased consumer deception and data misuse, which could undermine trust in media and the foundations of modern market economies.

He posed the fundamental question: 'Will AI be a blessing or a curse?' Rigó noted that the answer lies in humanity's hands. He pointed out that AI complicates competition law cases, making it difficult to access evidence and detect violations, which could prolong legal proceedings.

Moreover, the new environment created by AI could lead to concerning processes regarding market concentration. Rigó highlighted that understanding AI models is challenging not only for authorities but also for consumers, increasing information asymmetry and shifting power dynamics in favor of companies.

He also raised data protection issues related to the use of user responses, data, and behavioral patterns, which could lead to national data sovereignty concerns.

Rigó detailed that the GVH has been actively addressing various aspects of AI technologies for years. In 2024, the GVH conducted a comprehensive market analysis to assess the effects of AI on market competition and consumer decision-making, becoming one of the first European competition authorities to do so.

The analysis indicated that AI could enhance the competitiveness of domestic small and medium-sized enterprises and emphasized the importance of developing self-learning systems based on smaller languages, like Hungarian, for national data sovereignty and cultural identity preservation.

He warned that if AI-based solutions do not become widely adopted, significant positive potential could be lost, resulting only in profit maximization for large companies.

Rigó also recalled that the Hungarian government adopted the National AI Strategy in September 2025, which aligns with the GVH's recommendations. He welcomed the review of the national AI strategy and the coordinated promotion of AI's economic benefits.

In December 2025, the Hungarian AI Council (MMIT) was established, with the GVH as a permanent member by law. Within the MMIT framework, the GVH advocates for consumer protection, especially for families and children, supports the application of AI by small and medium-sized enterprises, and maintains a balance between fostering an innovative technological environment and protecting consumers.